The new campaign includes a print ad in which one man is seen blocking the advances of another, with a tagline reading “It’s not sex…when he changes his mind. Sex without ongoing consent = sexual assault”

“We wanted to expand this beyond the heterosexual audience. Sexual assault is also a problem in terms of same-sex sexual assault,” said Lise Gotell, a women studies professor at the University of Alberta who helped create the new spots. “The blunt language and challenging images are meant to draw attention to our core message, and that’s that sexual contact without ongoing and active consent is sexual assault.”